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01. Keep good company. 02. Notice the ordinary. 03. Preserve the ephemeral. 04. Design not for the elite but for the masses. 05. Explain it to a child. 06. Get lost in the content. 07. Get to the heart of the matter. 08. Never tolerate “OK anything.” 09. Remember your responsibility as a storyteller. 10. Zoom out. 11. Switch. 12. Prototype it. 13. Pun. 14. Make design your life… and life, your design. 15. Leave something behind.